comparethemarket.com has retained VCCP to handle its £20m advertising account. The agency won the business after a final pitch against Beattie McGuinness Bungay.
The website called the review, which was overseen by the AAR, to look at ways of better competing with its rivals. VCCP is now working on a new marketing strategy for the website that will look to build the brand on and offline.
comparethemarket.com originally appointed VCCP in March 2007. The created its blue and green visual identity which has been used in the company’s advertising and on Channel 4 sponsorship activity. The appointment does not affect its relationship with its media agency ZenithOptimedia.
Mark Vile, marketing director for comparethemarket.com, says: “The price comparison space was highly competitive last year, and has become even more so in recent months. Under these conditions the right marketing strategy is absolutely vital to success.”